Favourite ads/copy/campaigns/etc
During one of many protein bar phases, I picked up a box of these fellas. When I was folding up the little cardboard box to put into the recycling, I saw this on the bottom. That was in 2016, and I still have the cut out that I placed in a collage of things that inspire me.
I cannot count how many times I’ve reread this piece of copy that I almost never noticed. It speaks to who I am on a very deep level. It’s everything I like about myself. I just wanted a snack that wouldn’t lead to diabetes, and instead I got a war anthem.
2. “I am feel”
Heavyweight Champion Oleskander Usyk recently defended his various world titles (I wrote this in 2022, he’s done way more since then) but he made an impression on boxing fans well before the heights of his career. During an interview in his cruiserweight days, when his English was still a bit rocky, he was asked how he felt and responded with “I am feel, I am very feel”.
Fans loved it, and it became, as we say, a thing. His team was also smart enough to lean into this, capitalize on it, and sold official merchandise featuring the beloved statement. It was brilliant. Authenticity is a hot buzzword these days, but through embracing the innocent mistake, the Usyk brand embodied authentic as they showcased his unique sense of humour and humble nature.
Over the years, the Usyk brand has shifted from goofy-and-loveable-boxer to unbreakable Cossack warrior, and the “I am feel” t-shirts are no longer a part of his official online store (knockoffs are all over Etsy, Red Bubble, and the like, of course). Nonetheless, it’s something us hardcore Usyk fans will always remember, and that us marketer-boxing-fans will appreciate.
3. Meow Mix
I have not seen this ad in years, but I can still see it in my head and hear it in my ears like it’s playing in front of me. It’s obnoxious and stupid and magnificent and eternal.
It walks the thin line of dumb and genius with the agility that only felines do in fact have. Love it, hate it, doesn’t matter. Everyone remembers it.
I’m allergic to cats. I don’t have cats. I don’t care what cats want to eat. I will remember this ad until my last breath.
That’s power.
